Brands
Five steps to build a strong brand: Kantar Millward Brown
MUMBAI: Curating the top 50 most valuable brands list in India was an eye-opener in many ways, said Kantar Millward Brown MD Dinesh Kapoor, referring to the valuable insights that brands can gather from the data available to the agency.
Studying the multiple variables that determined on what spectrum of the Top 50 chart it would rank, or whether it qualified at all, revealed the need of the hour for CMOs across categories to build a valuable brand.
This brought Kapoor to enlist the ‘must dos’ of building a strong brand in India. While the core principles echoes what gurus have passed down to the generation next for decades, it’s been adjusted to suit the current socio-economic and political flavour of the country, and how consumers are reacting to it.
Meaningful: With a fast paced economy, some marketers may forget the simplest and essential rule in the book, i.e, to build a meaningful brand that meets the consumer’s need and makes their life better.
Differentiate: When there is competition, and several new products are being launched in every category, it is essential to have a USP, or point of difference. Brands that improved on differentiator grew by 81% higher than brands which failed to differentiate, read a report by Kantar.
Innovation: Citing examples of Bajaj Auto, Kotak, and Airtel, Kapoor explained how differentiation made on top of innovation adds more value to the brands. While Bajaj V launch was a differentiation based on creativity, Kotak tried a unique proposition with its revised interest rates. On the other hand, Airtel has stayed ahead of the curve by setting trends. It is noteworthy that the emphasis to be different is far greater in the Indian market than the global or other Asian markets. 86 per cent of brands that grew on innovation also grew on differentiation, informed Kapoor.
Advertising: Appealing communication is a pillar of brand-building that helps the brand stay salient in the minds of the consumers, says Kapoor. Brand value growth is even greater when meaningfully different brands build salience with great creative advertising.
Brand Love: What comes out of the heady mix of the above mentioned variables is an increase in the brand love index that further helps to multiply a brand’s value.
What makes brand value an important trait to vie for is its direct relation to how the brand performs on the stock market.
“It’s not an assumption that a highly valuable brand is more likely to do well on the stock market. We have substantial data to back up the statement that strong brands generate superior shareholders’ return,” shared Kapoor, adding that a stronger brand is more likely to withstand a tough market situation, and augment revenue growth during favourable times.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
